From Good to Great: The Impact of Coaching on Customer Service

Our recent LinkedIn poll asking how frequently respondents invested in customer service training showed 73% of respondents training their staff regularly and 27% occasionally.? Nobody admitted that they either never or rarely trained their staff so we trust you’ll forgive us for thinking our findings may present a somewhat optimistic view of businesses commitment to ongoing staff development.

As our regular readers will know by now we benchmark our poll results against the wider CX community and when we compare these results with broader UK data and studies, a more nuanced picture emerges suggesting that, while there is a strong emphasis on training, the frequency and methods used may vary more than our poll results suggest.

UK Customer Service Training – the bigger picture

The Chartered Institute of Personnel and Development (CIPD) published a comprehensive report on workplace learning in 2023, which highlighted that while many UK organisations understand the importance of training, there is significant variation in how often and how effectively training is delivered. According to the report, while regular training is prevalent, particularly in customer-facing roles, the definition of "regularly" can vary widely between companies. For some, it means continuous on-the-job coaching and monthly training sessions, while for others, it might be as infrequent as biannual workshops.

In contrast to our LinkedIn poll, national data indicates that approximately 60% of organisations provide customer service training regularly, but a significant minority (around 25%) still do so only occasionally (which is consistent with our findings).? However the remaining 15% openly admit that they rarely engage in structured training activities suggesting that our LinkedIn audience might not fully represent the broader industry trend.

Coaching as a cornerstone of effective learning

Here at FIT we deliver bespoke workshop and online training activities as the foundation for learning – the first building block if you will.? In doing so we can be sure that frontliners and managers alike are all on the same page in relation to the attitudes and behaviours expected and required in our customers “New World” service culture.? More importantly individuals are provided with a customer service toolkit full of strategies, ideas and techniques that leaders are able to objectively manage and measure as part of a best practice programme going forward.?

However, rarely does training on its own deliver long-lasting results.? We humans are all creatures of habit and, very often, we retreat to our comfort zones where old habits await (they’re comfortable and they’ve served us well so far ??).? ?So it makes perfect sense to ensure that any training is followed with a programme of coaching that holds individuals accountable to deliver the required behaviours on a consistent basis.? This is where real “stickability”, longevity and return on investment is achieved for our customers.

Consequently the focus on regular training aligns well with the growing recognition of coaching as a critical component of professional development in the customer service sector. ?Recent reports and surveys from CIPD and the Institute of Customer Service (ICS) also support the trend of incorporating coaching into ongoing training and development programmes. The general consensus is that coaching should not be seen as a standalone activity but rather as an ongoing process that is deeply embedded in the daily operations of customer service roles.

This approach has multiple benefits. Continuous coaching helps employees to develop their skills in real-time, enabling them to handle customer interactions more effectively and confidently. Moreover, it fosters a culture of continuous improvement, where employees feel supported and are more likely to engage in self-directed learning. This is particularly important in customer service, where the ability to adapt to different customer needs and resolve issues swiftly is paramount.

The importance of coaching is also reflected in broader training trends across the UK. For example, many organisations are shifting from traditional, one-off training sessions to more integrated coaching models that offer continuous support and feedback. This shift is part of a larger trend towards experiential learning, where employees learn by doing and receive real-time feedback, rather than relying solely on theoretical knowledge imparted in classroom settings.

On-the-Job Training: Building Real-World Skills

On-the-job training, closely related to coaching, is another critical element of customer service training that is gaining traction - activities such as appraisals, buddying, mentoring, personal development planning, shadowing, peer to peer learning and job rotation are all excellent examples.? The CIPD report notes that many organisations are increasingly valuing practical, hands-on training that allows employees to develop their skills in real-world scenarios. This form of training is particularly effective in customer service roles, where the ability to apply skills in a dynamic environment is crucial.

Our poll's emphasis on regular training suggests that many organisations might already be integrating such on-the-job training methods into their customer service strategies. However, it's important to recognise that there is still a gap between intention and implementation. While many businesses acknowledge the importance of regular training, the actual delivery of effective, on-the-job coaching and development can be inconsistent.

Challenges in Implementation

Time constraints, budget limitations, and varying levels of management buy-in can all impact the frequency and quality of training. The CIPD survey points out that even when organisations commit to regular training, the quality of the training can vary significantly, with some companies offering more superficial, tick-box training sessions rather than meaningful development opportunities.

Moreover, the Institute of Customer Service's UK Customer Satisfaction Index (UKCSI) highlights that while customer service training is crucial, it must be tailored to address the specific challenges faced by employees. Generic training programmes, while better than none, often fail to equip staff with the skills needed to handle the diverse and complex issues that can arise in customer service interactions.

Bridging the Gap

Our LinkedIn poll paints an encouraging picture of the customer service sector's commitment to regular staff training. However, when compared with broader UK data, it's clear that while many organisations are on the right track, there is still room for improvement. The key to bridging this gap lies in embracing more holistic and integrated approaches to training, such as on-the-job coaching and continuous development.

For businesses looking to enhance their customer service training programmes, the focus should be on creating a culture of continuous learning where coaching and real-time feedback are central to the employee experience. By doing so, organisations can ensure that their customer service teams are not only well-trained but also agile, adaptable, and equipped to meet the ever-evolving demands of their roles. This approach not only benefits the employees but also translates into higher customer satisfaction and loyalty, ultimately driving business success.

For more top tips and ideas we invite you to join our FREE 30 minute training video designed to ensure you and your teams continue to deliver remarkable customer service. Just click on the link in the comments below.

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